Unleashing your potential: The power of The Pitch

In the competitive world of marketing, CIM’s annual student marketing competition, The Pitch, stands as a beacon of opportunity for students eager to prove themselves. The Pitch challenges participants to apply their academic knowledge and creative skills to real-world marketing problems set by a charity, presenting their solutions to a panel of seasoned industry experts.

This prestigious competition not only highlights emerging talent but also serves as a critical stepping stone for future marketing professionals by enhancing their employability and practical marketing skills.

I spoke with 2024 finalists’ team “007 Boys” Sakti Triputra and Xiaohan Yao from Coventry University who kindly shared their experiences, challenges and learnings from taking part in The Pitch, as well as how it will benefit them in the future. I was also able to speak with Dr Cherniece Plume, the team’s mentor, who provided insight into the skills and attributes students need to showcase as well as how to overcome some common challenges. And if you’re wondering what the Judges might be looking for from your entry, I have that covered as well. So, let’s get into it.

What is The Pitch?

Now in its fourteenth year, the competition challenges aspiring marketers from across the globe to react to a real-life brief from a top organisation. Finalists then go head-to-head in the hope of impressing a panel of expert judges and securing the coveted ‘Marketers of the Future’ title.

The competition has separate challenges for teams to respond to for both undergraduate and postgraduate students. In the 2023/2024 competition, which concluded earlier this year, undergraduate students were asked to devise a plan to help 2024’s competition partner EveryYouth drive a positive online experience and increase donor engagement, whilst postgraduate students were challenged to develop a volunteer engagement marketing strategy.

For the “007 Boys” from Coventry University, The Pitch was more than just a competition; it was a transformative journey. The team, consisting of Sakti Triputra and Xiaohan Yao, chose "Gift of change" as their theme, aligning with EveryYouth's goal to enhance user engagement through meaningful experiences. "Our strategy was designed to foster a deeper connection between the donor and the receiver, thereby achieving these goals," the team explained.

Developing an effective response

The “007 Boys” focused on addressing a pain point in the charity industry: the fear that donations may not reach the intended recipients. "We recommended transparent reporting and visible evidence updates on the website or app. Furthermore, we also hope to enable direct conversations between donors and recipients on the app platform, although this will require careful attention to privacy and security issues," the team explained.

"Overall, this was an extremely meaningful and enriching experience. During The Pitch process, I not only had the opportunity to apply my knowledge practically but was also thrilled to meet many people who provided invaluable support along the way," shared Sakti Triputra and Xiaohan Yao.

Essential skills and learning

The competition emphasised the importance of presentation skills. "Both the preliminary rounds and the finals involved conveying our ideas through speeches. Even more so, the Q&A session in the finals tested the speakers' ability to think on their feet," noted Triputra and Yao. Strong presentation skills significantly enhance an idea, whereas poor communication skills might render a potentially brilliant concept mundane.

Reflecting on the experience, Triputra shared, "The most important lesson I learned from participating in The Pitch was how to develop a complete and feasible marketing plan within the constraints of a real-world business framework."

Top tips for future participants

1. Understand the Requirements: "It’s crucial to clearly understand the requirements and conduct in-depth research on the client. Since the judges are often representatives of the client, a targeted proposal will be more persuasive than a generic one."

2. Listen to Feedback: "Listening to others' feedback during the competition is invaluable. External opinions are crucial, especially for identifying cultural misunderstandings or other overlooked aspects."

3. Use Theoretical Frameworks: "The use of theoretical frameworks is vital as it adds structure to your pitch and ensures you don’t overlook important details. Demonstrating how you can apply academic knowledge effectively also showcases your academic proficiency."

What has taking part in the competition meant for students?

Being a finalist in The Pitch awards has positively influenced their career prospects. "Firstly, it will positively influence my job search, as this honour serves as a testament to my ability to achieve marketing targets through campaigns and other strategies. I will proudly include this achievement in my CV and have also added it to my LinkedIn profile," said Triputra and Yao.

Furthermore, being selected as a finalist significantly boosted their confidence, beneficial when presenting and pitching ideas in the workplace. "This newfound confidence will allow me to handle similar tasks with greater composure and effectiveness," Triputra added.

Reflecting on their journey, the “007 Boys” emphasised the importance of teamwork and considering multiple perspectives when developing strategies. "The most effective marketing campaigns are undoubtedly the result of the collective efforts of the team," they noted.

Expert advice from the team’s mentor

As a university lecturer in digital marketing, Dr Cherniece Plume has had the privilege of mentoring many bright minds who have participated in The Pitch. Over the years, she has observed that certain skills and attributes are particularly crucial for success in this competition and in the field of marketing in general.

"In the context of The Pitch, the ability to apply theoretical knowledge to real-world marketing challenges is paramount. The competition is designed to enhance students' practical marketing skills and their employability. It's not just about what you know, but how you apply what you know," explained Dr Plume.

“It’s one thing to understand marketing theories but applying them to a live brief from a global organisation is a different ball game," she noted. To help students overcome this, she encourages them to dissect past competition cases and discuss how theoretical knowledge was or could have been applied.

Another challenge is the pressure of presenting ideas to a panel of professional judges. "This can be daunting, especially for those who are not used to public speaking. To help them build confidence, I arrange mock presentations where they can practise their pitching skills in a safe and supportive environment. I provide constructive feedback to help them improve their delivery and persuasiveness."

The competition can be intense, and it’s not uncommon for students to feel overwhelmed. "To help them manage stress, I emphasise the importance of time management and self-care. I remind them that while the competition is important, it’s also crucial to take care of their mental and physical health," Dr Plume advised.

What do the judges have to say?

The judges of The Pitch provided valuable feedback on what set this year’s winning teams apart in this highly competitive environment. Both the undergraduate team, The Three Marketeers and the postgraduate team, StrathStrategists, distinguished themselves through their comprehensive understanding of the marketing challenge, their target audience, and their creative thinking.

"Both groups stood out because they thought beyond marketing to themselves and understood we would target older people. They won because they had taken the time to think about what the client would want rather than what they were confident talking about," remarked the judges.

Conclusion

The Pitch offers a unique platform for students to test and refine their marketing skills in a competitive, real-world environment. For those looking to make a mark in the world of marketing, participation in this competition is invaluable. It provides a rare opportunity to network with industry professionals, receive mentorship from experienced marketers, and gain recognition for innovative ideas.

So, gather your team, brainstorm your approach, and step into the spotlight of The Pitch awards. Your journey to becoming a marketing leader starts here!

You can read my full write up from the interview I conducted with the team here.

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